Major League Soccer’s audience on Apple TV and other broadcast outlets surged 29% for regular-season weekend matches in 2025, marking a notable early success for the league’s growing digital footprint. In some of the first viewership data released publicly, MLS reported to Sports Business Journal that it drew 3.7 million global aggregate viewers across a full slate of weekend games — typically between 12 and 15 matches per weekend — most of which aired in primetime windows.
The audience figure includes games streamed on Apple TV, broadcast on Fox and FS1 in the U.S., and covered by Canadian networks TSN and RDS.
It also accounts for in-game simulcasts via platforms like EA FC Mobile. Both English- and Spanish-language telecasts are included, though the number does not reflect midweek MLS matches or Leagues Cup games, which generally attract smaller audiences.
“We’re bullish on this number. We’re happy with what we’re seeing,” said MLS Senior Vice President of Media Seth Bacon to SBJ, speaking publicly for the first time about the Apple TV viewership figures.
MLS credits the boost to international soccer stars like Argentine World Cup champion Lionel Messi and South Korean star Son Heung-min, who joined Los Angeles FC in August. Both players also finished atop the MLS jersey sales list in 2025, and the league believes their participation in the league drove interest and viewership.
The announcement of the viewership increases comes at the start of 2025 MLS Cup playoffs this week. Messi and Inter Miami will kick off the first round at home against Nashville SC on Friday. The Chicago Fire and Portland Timbers won wildcard matches on Wednesday to advance to the first round.
The league’s strong performance underscores growing consumer interest in digital streaming of sports, a trend that has accelerated across major leagues in recent years. MLS entered a 10-year, $2.5 billion media rights deal with Apple TV in 2023, which brought all games to the platform behind two paywalls – an Apple TV subscription and an additional MLS Season Pass subscription.
However, both sides have been unable to disclose viewership transparently due to varying metrics to distinguish between TV and streaming data.
The growth also comes amid broader expansion efforts by MLS, including new team additions, enhanced media rights deals, and increased international exposure. With more high-profile players joining the league and the 2026 World Cup on the horizon, MLS appears well-positioned to continue its momentum in both the domestic and global markets.
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